This study investigates the effect of gestalt food presentation on photo sharing intention by synthesizing a conceptual framework primarily based on the gestalt and dual coding theories. Study 1 found that gestalt grouping of food (gestalt vs. non-gestalt) influences visual appeal, and Study 2 revealed gestalt shape variation to impact photo sharing intention: females perceived a triangular grouping as more visually appealing than a rectangular grouping. Study 3 demonstrated that color variation in a gestalt is more effective on males, with Instagram caption length moderating the mediating effect of engagement. Study 4, conducted in a tourism-themed Instagram context, determined the interaction between gestalt presentation with human elements (hand-in-frame) and Instagram caption to improve both engagement toward a tourism agency and destination visit intention. This paper provides extensive and novel insights for marketers and academics interested in optimizing visual effects on social media.

中文翻译：

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格式塔食物展示：它对 Instagram 环境中视觉吸引力和参与度的影响


本研究通过综合主要基于格式塔和双重编码理论的概念框架，调查了格式塔食物展示对照片共享意图的影响。研究 1 发现食物的格式塔分组（格式塔与非格式塔）会影响视觉吸引力，研究 2 揭示了格式塔形状变化会影响照片分享意图：女性认为三角形分组比矩形分组更具视觉吸引力。研究 3 表明，格式塔中的颜色变化对男性更有效，Instagram 标题长度调节了参与度的中介效应。研究 4 在以旅游为主题的 Instagram 环境中进行，确定了格式塔呈现与人类元素（手拉手）和 Instagram 标题之间的互动，以提高对旅行社的参与度和目的地访问意向。本文为有兴趣优化社交媒体视觉效果的营销人员和学者提供了广泛而新颖的见解。